Data shows Hillary Clinton should get personal in her campaign ads to beat Trump

Donald Trump and Hillary Clinton look likely to battle it out for the White House.
REUTERS/Scott Audette (L), Javier Galeano (R)
Hillary Clinton should focus her ads on personal stories if she is to win against Trump with voters that are as-yet undecided on which party to choose, according to new data from advertising-analytics company Ace Metrix.

The analysis showed that stories told by real citizens had the most impact among the most crucial voting group: independents.

Of the 24 anti-Trump ads that Ace Metrix analyzed, three of the five most effective among independents focused on the so-called scam of the now defunct Trump University.

The video-advertising analysts gave each advert an "Ace Score," based on metrics like "Attention," "Watchability," "Persuasion," "Agreement," and "Information Seeking." The score is intended to show the effectiveness of the ad, and the likelihood of it changing the way a viewer will vote.

Trump University was the target of many of the most effective anti-Trump ads.
AP
"Bob," which showed a real citizen talking about what he saw as the fraud of Trump University had the highest "Attention" score of 687. This compares with an average of just 548.

The ad was one of three in Ace Metrix's top five most effective ads by American Future Fund — a group that says it supports "a conservative and free market viewpoint." All three ads showed citizens sharing real stories about Trump University.

By contrast, Republican voters were most convinced by anti-Trump ads that focused on the billionaire candidate's stance on key Conservative issues, Ace Metrix found.

Early sparring between pro-Clinton campaigners and Trump through ads has already infuriated the Kremlin. And things look set to get even dirtier, as the two begin to direct their campaign resources against each other — assuming they both win their party nominations.

Below are the top five most effective anti-Trump ads among independents, according to Ace Metrix.